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Protector soap

PRODUCT MARETING PLAN


MARKET POSITIONING

Positioning refers to the image of the product in the


minds of consumers.
POSITIONING STRATEGIES
PRODUCT ATTRIBUTES
protector is a high quality product & it has a very reasonable price
as compared to its competitors.
The brand image portrayed in our promotional campaigns will be
of Adventure, Style, always trying to look for the best and be the
best.

BENEFITS
protector contains the taste of both tobacco & different exotic
benefits which is a comparatively unique feature.
Protector is the ultimate spirit of freshness.
We have tried to maintain the maximum level of freshness in our
soap don’t pose a threat to our precious consumer’s health.
PRODUCT DIFFRENCIATION
Offering new benefits such as skincare, fragrance and anti-
bacterial will be used by our marketers to differentiate our brand
from that of our competitors.
Low on Nicotine as compared to other soaps so it does not
pose a health threat to our prestigious consumers.

IMAGE DIFFERENTIATION
We will be differentiating our brand by promoting an
adventurous image, and will be daring the people to try out
something new.
technology differentiation i.e. having more safeness content in
our soaps while offering the highest level of satisfaction
Product differentiation i.e. offering three new exotic benefits
never offered before.
PRODUCT
Name of our product is protector
It is a consumer product in soap category.
It contains combination of skincare, fragrance and Anti-
bacterial.

PRODUCT PROFILE
Product Name protector
Unit Price/ soap RS. 30.00
Origin Pakistan
Brand Name protector skincare, fragrance and Anti-
bacterial.
Inner Packing protector Packing one soap in
one pack, Ten such
packs in a Box, Fifty Boxes
in one Carton.
MARKET HOLDING BRANDS
Trough our survey we
found out that most of the
consumer like to use these
brands, which means that Which brand do you use?
these brands are our
competitors for example:
SAFEGUARD LUX
25
40

8
2

LIFEBOY OTHERS 25

SAFE GUAR D LUX


DOVE OTHE R S
LIFE BOUY
PRODUCT DESIGN
Color light pink
length 3.5 inches
weight 250gm
Packing Metallic
REASONS FOR METALLIC PACKING
 Preserves Aroma

 Maintains freshness

 Prevents humidity

 Metallic

 Gives a quality look to the product

 Give a prestigious look

 Soap are safe from getting damaged


PRICING

INTRODUCTORY PRICE

SIX Soaps Pack


Rs.150 (Introductory Price)
Rs 180 (Origenal Price)

12 Soaps pack
Rs. 300 (Introductory Price)
Rs 360 (Original Price)
COSTS

FIXED COSTS
Fixed cost over head expenses include cost of
machinery, rent, interest payments, executive
salaries etc.
Rs. 7.50/ per soap manufactured

VARIABLE COSTS
Variable costs include the cost of labor, packaging,
raw material etc.
Rs. 19.10/ per soap manufactured
TOTAL COST

Total cost is the sum of fixed cost and variable cost. Our total cost
is calculated at

Total fixed cost + total variable Cost = Total Cost per each soap
manufacture

7.50 + 19.10 = 26.60


PROFIT MARGIN

COMPANY MARGIN
The profit margin in every soap is set to be
Rs. 2.50 per soap manufactured that makes
25% of every soap.
It makes about Rs. 15.00 on every six soap
pack
And it makes about Rs. 30.00 on every 12
soap pack.
RETAILER MARGIN
Retailer’s margin will be Rs. 12 on every 6
soap pack.
MARKETING STRATEGY
To achieve 9% market share at the end of 1st year.
To make extension of 4% to 5% every year in
market share.
To make sale of 9.3 billion sticks in 1st year.
To earn 30% annual return on investment
To create awareness among the maximum number
of our target market.
Firstly, to make the product available in all main
cities of Pakistan.
To provide maximum satisfaction to the customers
by providing quality products.
To provide job opportunities to the people of
Pakistan, since it will help in the progress and
development of society and Country
ACTION PROGRAMS

DECEMBER
Banners, and billboards, large size models of
the product at selected retail outlets,
brochures, flyers, posters and promotional
events such as concerts.

All three benefits of protector will be launched


simultaneously.

We will launch protector in metropolitan cities.


Than after a period 6 months it will also
become available in the suburbs of those cities
Before unveiling, curiosity will be generated
through print ads that customers to guess
what will be coming next.

protector will be available to the consumers 3


days before the media campaign is launched.

The campaign will be handled by the GM


Marketing at a planned cost of Rs. 500
million.
JANUARY
Musical concerts and shows will be
arranged for the general public.

The concerts will not be arranged


simultaneously.

The cities include, Karachi, Lahore,


Islamabad, Peshawar, Quetta.
FEBRUARY
An environmental cleanliness will be launched
in the Northern areas of Pakistan.

MARCH
People will be invited send in the paper flaps
in the boxes of protector and win a wide
range of prizes.
CONTROLS
The monitor and control system of our product is
very effective.
The sales people will collect the information about
the sale of product and market share. And than they
will send this information to the marketing
department.
Competitor’s strategy will also be analyzed.
Information about the product will be collected on
daily basis. On the basis of daily information plans will
be made to maintain the required high market share.
The main purpose of monitoring and control is to
measure and evaluate the performance of the
employees.
We will be constantly evaluating the organizations
performance and define control standards
THANKS FOR YOUR
PARTICIPATION AND
TIME
&
ANY QUESTION

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